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市場調查報告書

品牌農產品、沙拉包裝產品:美國市場動向

Branded Packaged Produce and Salads: U.S. Market Trends

出版商 Packaged Facts 商品編碼 305722
出版日期 內容資訊 英文 80 Pages
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品牌農產品、沙拉包裝產品:美國市場動向 Branded Packaged Produce and Salads: U.S. Market Trends
出版日期: 2014年05月30日 內容資訊: 英文 80 Pages
簡介

整體零售管道的品牌農產品包裝產品從2009年到2013年間CAGR增加4.7%、達56億美元。預計2018年CAGR可達4.7%、販售額接近70億美元。根據IRI的販售追蹤調查、冷藏切片沙拉約有40%被Fresh Express與Doleゎ佔據、私人品牌與店內品牌也以約40%顯示不可忽略的存在感。

本報告針對美國品牌農產品、沙拉包裝產品市場調查、未來相關預測與建議、市場機會、需求、市場動向、產品動向與消費者指標分析。

第1章 摘要整理

第2章 市場

  • 重點
  • 對健康、營養的關心促進市場
  • 消費者3分之1在減重時採用
  • 減重策略包括大量蔬菜
  • 有意識的選擇乾淨飲食
  • 消費者需要簡單的未加工食品
  • 新鮮是最需要的產品特徵
  • 消費者購買越新鮮的食品就要花費越多金額
  • 包裝農產品可減少時間、減少廢棄物、有更多變化
  • 對食品安全性擔心、其他

第3章 市場業者

  • 重點
  • 包裝沙拉分類5項品牌佔優勢
  • Chiquitaソ Fresh Express佔4分之1
  • Fresh Express Inc.
  • Fresh Express沙拉條、包裝的先驅
  • Dole Food Company, Inc.
  • Taylor Farms
  • Earthbound Farm Organic
  • Ready Pac Foods, Inc.
  • PMA Impact Awards 、其他

第4章 產品動向

  • 重點
  • 一碗飲食:加入蛋白質
  • 甘藍菜是最新流行、青剛菜也很風行
  • 外國風味的混搭、國際口味
  • 水果切塊、零食
  • 食品服務動向反應了零售動向:健康、多樣化、創新、其他

第5章 消費者:使用/拒絕人口統計指標

  • 重點
  • 偏好夠買新鮮少量包裝的產品
  • 願意為新鮮食材花費
  • 「願意為新鮮食材花費」的美國成人比例
  • 袋子/包裝沙拉使用率
  • 袋子/包裝沙拉消費者對的健康意識較高
  • 生鮮農產品使用率
  • 有機農產品使用率
  • 有機袋子/包裝沙拉
  • 冷凍/可常溫保存的水果/蔬菜使用率、其他
目錄
Product Code: LA5192137

Wasabi arugula, cilantro, chipotle. Soba noodles and quinoa. Chia seeds and brown sugar-coated pumpkin seeds. Applewood smoked bacon and Genoa salami. Such unexpected ingredients featured in greens and salad mixes, salad kits, and particularly salad bowls are driving brand trial, commanding higher price points, and boosting overall sales in this market. Exotic blends, products with an international flair, and restaurant-inspired recipes are among the new products featured in Branded Packaged Produce and Salads: U.S. Market Trends. The most compelling development is the increasing use of protein-rich foods and ingredients - particularly poultry, smoked meats, and cheeses - in salad kits and salad bowls as marketers respond to consumers' desire to incorporate more protein into their diets, a trend that is borne out by findings from Packaged Facts' proprietary consumer surveys. Other evolving consumer trends are propelling this market as well: the attempt to eat more fruits and vegetables and a growing interest in fresh foods and “clean eating.” And, of course, convenience remains a key factor in the appeal of packaged produce.

Packaged Facts estimates that sales of branded packaged produce through all retail channels increased by a compound annual growth rate (CAGR) of 4.7% between 2009 and 2013 to reach $5.6 billion. While the Fresh Express and Dole brands together make up about 40% of IRI-tracked sales of refrigerated fresh-cut salads, private label is a formidable presence, with store brands accounting for nearly 40%.

Packaged Facts conservatively forecasts a CAGR for this category of 4.6% through 2018, when sales are expected to approach $7 billion. Higher sales volume, higher prices, and consumer demand are key factors in this projection.

What You'll Get in This Report

Branded Packaged Produce and Salads: U.S. Market Trends makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Branded Packaged Produce and Salads offers. Plus, you'll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You'll Benefit from This Report

If your company is already doing business in branded packaged produce and salads, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market, as well as projected markets and trends through 2018.

This report will help:

  • Marketing managers identify market opportunities and develop targeted promotion plans for branded packaged produce/salads.
  • Research and development professionals stay on top of competitor initiatives and explore demand for branded packaged produce/salads.
  • Advertising agencies working with clients in the banking and retail industries understand the product buyer to develop messages and images that compel consumers to buy branded packaged produce/salads.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Additional Information

SAMPLE INSIGHTS AND HIGHLIGHTS

  • Consumers are striving to maintain healthful eating habits, and consuming more fruits, vegetables, and salads is a favored means toward that end. In addition, many consumers express a preference for fresh foods over processed as well as for foods with fewer and simpler ingredients.
  • A number of new chopped greens products and salad blends contain kale, as well as other ingredients consumers may be unfamiliar with, such as wasabi arugula and bok choy.
  • The convenience factor is a key selling point for value-added and ready-to-eat vegetables and fruit. And, thanks to salad kits and meals-in-a-bowl, consumers with adventurous palates have the opportunity to sample foods they may be unfamiliar with.
  • Salads with upscale, gourmet positioning represent another trend. Consumers of bagged/packaged salads are far more likely than average to be foodies.
  • Foodservice trends reflect at retail, with restaurateurs adding creative and ethnic fare to their salad offerings.
  • Marketers are responding to consumer demand by adding protein-rich foods and ingredients to packaged bowl salads, especially chicken, turkey, cheese, beans, and seeds.
  • The presence of children in the home is one of the strongest indicators of the likelihood to purchase more fresh products, such as produce.
  • Younger, more affluent households with young children are especially willing to pay more for fresh produce.
  • Organic produce consumers tend to be younger, well educated, and with higher incomes. They are also more likely than average to be Asian and married with kids.
  • In promotional materials, such as press releases and websites, marketers often emphasize their strategies for maintaining food safety. Other common initiatives involve sustainability and community-building.

Table of Contents

Chapter 1 - Executive Summary

  • Methodology
  • The Market
  • Table 1-1: IRI-Tracked Sales of Packaged Salads, 2012-2013(millions of dollars)
  • Overall Market Forecast to Reach $7 Billion by 2018
  • Table 1-2: Projected Total Retail Sales of Branded Packaged Produce, 2013-2018 (millions of dollars, percent)
  • The Marketers
  • Table 1-3: Marketer Shares for IRI-Tracked Sales of Refrigerated Fresh-Cut Salad, 2013 (millions of dollars, percent)
  • Private Label Leaders
  • Product Trends
  • Salad Consumers Are Often Foodies
  • Table 1-4: Food Attitudes/Opinions: Bagged/Packaged Salad Consumers, 2013(percent and index of U.S. households)
  • The Consumer
  • Resisters Found Among Young and Old Consumers Alike
  • Health Concerns Drive Packaged Salad Users
  • Table 1-5: Health Attitudes: Bagged/Packaged Salad Consumers, 2013(percent and index of U.S. households)

Chapter 2 - The Market

  • Key Points
  • Sales of Packaged Salads Jump 7% in 2013, Approach $5.6 Billion
  • Table 2-1: IRI-Tracked Sales of Packaged Salads, 2009-2013 (millions of dollars)
  • Table 2-2: Total Retail Sales of Packaged Salads and Produce, 2009-2013(millions of dollars, percent)
  • Health and Nutrition Concerns Drive the Market
  • Table 2-3: Commitment to Healthier Eating, 2013 (percent of U.S. households)
  • Table 2-4: Awareness of Nutritional Content When Grocery Shopping, 2014(percent of U.S. adults)
  • One-Third of Consumers Employ Dieting Strategies
  • Table 2-5: Level of Agreement with Statement: “Am currently watching what I eat through diet plans or dieting strategies,” 2014 (percent of U.S. adults)
  • Figure 2-1: Reasons for Watching Diet, 2014 (percent of U.S. adults)
  • Diet Strategies Include Plenty of Veggies
  • Movement Toward Conscious, Clean Eating
  • Consumers Seek Simpler, Unprocessed Foods
  • Table 2-6: Level of Agreement with Statement: “I am buying fewer processed foods these days,” 2014 (percent of U.S. adults)
  • Figure 2-2: Selected Foods and Ingredients Consumers Avoid, 2014 (percent of U.S. adults)
  • Table 2-7: Level of Agreement with Statement: “I prefer to buy groceries that have fewer and simpler ingredients,” 2014 (percent of U.S. adults)
  • Freshness the Most Desirable Product Feature
  • Consumers Buying More Fresh Foods, Will Pay More for Them
  • Table 2-8: Level of Agreement with Statement: “I am buying more fresh products along the perimeter of the store,” 2014 (percent of U.S. adults)
  • Table 2-9: Level of Agreement with Statement: “I am buying more fresh produce these days,” 2014 (percent of U.S. adults)
  • Table 2-10: Level of Agreement with Statement: “I am willing to pay more for fresher grocery products,” 2014 (percent of U.S. adults)
  • Packaged Produce Means Less Time, Less Waste, More Variety
  • Consumers Want Manufacturers, Grocers to Support Healthy Eating
  • Table 2-11: Level of Agreement with Statement: “Food and beverage manufacturers should do more to help consumers eat healthily,” 2014 (percent of U.S. adults)
  • Table 2-12: Level of Agreement with Statement: “Food stores should do more to help customers eat healthily,” 2014 (percent of U.S. adults)
  • Food Safety a Concern
  • Table 2-13: Level of Agreement with Statement: “Grocery product manufacturers should do more to ensure the safety of perishable foods,” 2013 (percent of U.S. adults)
  • Table 2-14: Level of Agreement with Statement: “Food stores should do more to ensure the safety of the perishable foods they sell,” 2013 (percent of U.S. adults)
  • Usage Rates for All Types of Produce Stabilize
  • Table 2-15: Trends in Use of Bagged/Packaged Salads, 2009-2013 (percent of U.S. households)
  • Table 2-16: Trends in Use of Fresh, Frozen, and Shelf-Stable Produce, 2009-2013 (percent of U.S. households)
  • Half of Consumers Say Fresh and Frozen Foods are Equally Nutritious
  • Table 2-17: Level of Agreement with Statement: “Frozen foods are as nutritious as fresh,” 2014 (percent of U.S. adults)
  • Sales of Branded Packaged Produce Projected at $7 Billion in 2018
  • Table 2-18: Projected Total Retail Sales of Branded Packaged Produce, 2013-2018 (millions of dollars, percent)

Chapter 3 - The Marketers

  • Key Points
  • Five Brands Dominate in Packaged Salads Category
  • Chiquita's Fresh Express Represents One-Quarter of Sales
  • Dole Ranks Second With About 16%
  • Taylor Farms, Earthbound Farm, Ready Pac Combined Account for 14%
  • Private Label a Formidable Presence
  • Table 3-1: Marketer Shares for IRI-Tracked Sales of Refrigerated Fresh-Cut Salad, 2013 (millions of dollars, percent)
  • Table 3-2: Trends in Use of Selected Brands of Bagged/Packaged Salads, 2009-2013 (percent of U.S. households)
  • Fresh Express Inc.
  • Chiquita Combines with Ireland's Fyffes Produce Importer/Distributor
  • Fresh Express a Pioneer in Salad Kits and Packaging
  • Food Safety
  • Salad Swap
  • Table 3-3: Fresh Express Packaged Branded Produce
  • Dole Food Company, Inc.
  • 5 A Day for Better Health
  • Dole Nutrition Institute
  • Sustainability
  • Learning Garden Grant Contest
  • Table 3-4: Dole Branded Packaged Produce
  • Taylor Farms
  • Food Safety
  • Sustainability
  • Community Welfare
  • Table 3-5: Taylor Farms Packaged Branded Produce
  • Earthbound Farm Organic
  • A “Salad Revolution”
  • Environmental Stewardship and Giving Back
  • Acquisition by WhiteWave Foods
  • Table 3-6: Earthbound Farm Organic Packaged Branded Produce
  • Ready Pac Foods, Inc.
  • “Innovation is what we do best”
  • Food Safety
  • Sustainability
  • PMA Impact Awards
  • Illustration 3-1: Ready Pac PMA Impact Award
  • Ready Pac Fit & Fresh Pinterest Challenge
  • Table 3-7: Ready Pac Packaged Branded Produce

Chapter 4 - Product Trends

  • Key Points
  • Meals in a Bowl: Adding Protein to the Mix
  • Table 4-1: Level of Agreement with Statement: “I am eating more protein these days,” 2014 (percent of U.S. adults)
  • Table 4-2: Level of Agreement with Statement: “I am seeking out non-meat sources of protein,” 2014 (percent of U.S. adults)
  • Illustration 4-1: Ready Pac Bistro Organic Bowl Salads
  • Illustration 4-2: Earthbound Farm PowerMeal Bowl
  • Illustration 4-3: Fresh Express Gourmet Café Tuscan Salad
  • Illustration 4-4: Ready Pac Turkey Avocado Ranch Bistro Bowl Wrap Kit
  • Table 4-3: Selected New Products: Salad Bowls
  • Kale is the New Black, and Bok Choy is the New Kale
  • Illustration 4-5: Taylor Farms Kale Chopped Salad
  • Illustration 4-6: organic girl five happiness
  • Illustration 4-7: Fresh Express Baby Kale Mix
  • Illustration 4-8: Earthbound Farm Deep Green Blends
  • Illustration 4-9: Earthbound Farm Easy Leaves
  • Illustration 4-10: Fresh Express Singles
  • Illustration 4-11: Garden Life Lemony Blend
  • Illustration 4-12: Garden Life Wasabi Arugula Blend
  • Table 4-4: Selected New Products: Greens and Blends
  • Exotic Mixes, International Flavors
  • Table 4-5: Level of Agreement with Statement: “I like to try out new international foods,” 2014 (percent of U.S. adults)
  • Table 4-6: Level of Agreement with Statement: “I am a foodie,” 2014 (percent of U.S. adults)
  • Table 4-7: Food Attitudes/Opinions: Bagged/Packaged Salad Consumers, 2013 (percent and index of U.S. households)
  • Illustration 4-13: Dole Chopped Chipotle & Cheddar Salad Kit
  • Illustration 4-14: Fresh Express Asian Chopped Salad Kit
  • Table 4-8: Selected New Products: Salad Kits
  • Cut Fruit and Snacks
  • Illustration 4-15: Ready Pac Super Fruit Medley
  • Illustration 4-16: Earthbound Farm Organic Dippin' Doubles Carrots & Ranch Dip
  • Cut Fruit and Snacks
  • Illustration 4-15: Ready Pac Super Fruit Medley
  • Illustration 4-16: Earthbound Farm Organic Dippin' Doubles Carrots & Ranch Dip
  • Table 4-9: Selected New Products: Cut Fruit and Snacks
  • Foodservice Trends Mirror Retail Trends: Health, Variety, Innovation

Chapter 5 - The Consumer: Demographic Indicators for Use/Resistance

  • Key Points
  • Likelihood of Buying More Fresh Products, Fewer Packaged
  • Table 5-1: Demographic Indictors for Level of Agreement with Statement:
  • “These days, when shopping in supermarkets, I am buying more fresh products along the perimeter of the store, and fewer shelf-stable packaged products from the center of the store,” 2014 (percent of U.S. adults)
  • Willingness to Pay More for Fresher Groceries
  • Table 5-2: Demographic Indictors for Level of Agreement with Statement:
  • “I am willing to pay more for fresher grocery products,” 2014 (percent of U.S. adults)
  • Usage Rates for Bagged/Packaged Salads
  • Table 5-3: Demographic Indicators for Use/Resistance: Bagged/Packaged Salads, 2013 (percent and index of U.S. households)
  • Usage Rates for Selected Brands of Bagged/Packaged Salads
  • Table 5-4: Demographic Indicators Favoring Use of Selected Brands of Bagged/Packaged Salads, 2013 (percent of U.S. households)
  • Bagged/Packaged Salad Consumers are Healthy and Health-Conscious
  • Table 5-5: Health Attitudes: Bagged/Packaged Salad Consumers, 2013 (percent and index of U.S. households)
  • Table 5-6: Food Attitudes/Opinions: Bagged/Packaged Salad Consumers, 2013 (percent and index of U.S. households)
  • Table 5-7: Selected Psychographic Classifications of Bagged/Packaged Salads Consumers, 2013 (U.S. households)
  • Usage Rates for Fresh Produce
  • Table 5-8: Demographic Indicators for Use/Resistance: Fresh Produce, 2013 (percent and index of U.S. households)
  • Usage Rates for Organic Produce
  • Table 5-9: Demographic Indicators Favoring Use of Organic Fresh Produce, 2013 (percent and index of U.S. households)
  • Table 5-10: Selected Psychographic Classifications of Organic Fresh Produce Consumers, 2013 (U.S. households)
  • Table 5-11: Demographic Indicators for Use/Resistance: Earthbound Farm
  • Organic Bagged/Packaged Salads, 2013 (percent and index of U.S. households)
  • Table 5-12: Selected Psychographic Classifications of Earthbound Farm Bagged/Packaged Salads Consumers, 2013 (U.S. households)
  • Usage Rates for Frozen/Shelf-Stable Fruits/Vegetables
  • Table 5-13: Demographic Indicators for Use/Resistance: Frozen or Shelf-Stable Fruits/Vegetables, 2013 (index of U.S. households)
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